Stephen Curry’s Curry Brand signs 10-year deal with Chinese sportswear company Li-Ning, months after leaving billion dollar partnership with Under Armour [VIDEO]

The four-time NBA champion announced the partnership in an Instagram video titled “The partnership of a lifetime”

Stephen Curry’s Curry Brand has entered a major 10-year partnership with Chinese sportswear giant Li-Ning. This marks a significant new chapter months after separating from its longtime partner Under Armour.

The deal was officially announced yesterday (June 1), via an Instagram video in which Curry detailed his vision for the brand’s future. The agreement encompasses expanded product development in basketball footwear and apparel, athleisure/lifestyle clothing, and a full golf line. It also grants Curry Brand the ability to sign other male and female athletes and includes plans to open retail stores in both the United States and China.

Financial terms were not disclosed. However, some reports estimate the performance-based deal could be worth approximately $1.19 billion over the decade. This move positions Curry Brand as an independent, globally focused platform. Meanwhile, Curry Brand will continue its commitment to community impact and inspiring the next generation of athletes.

Curry Brand Launched as an Under Armour Sub-Brand in 2020

Curry Brand was officially launched on November 30, 2020, as a sub-brand under Stephen Curry’s longtime partnership with Under Armour. Originally, Curry signed with the company in 2013 after leaving Nike. The new brand represented a deeper extension of that relationship.

From the start, Curry Brand blended high-performance basketball footwear and apparel with a strong community focus. A portion of revenue supported youth sports initiatives and under-resourced basketball programs. Over time, the brand expanded beyond the court into golf apparel and lifestyle categories, reflecting Curry’s personal interests. It was intentionally built as more than just a shoe line. Additionally, it served a platform that embodied his values, creativity, and commitment to giving back.

In November 2025, Curry and Under Armour mutually agreed to separate Curry Brand from the parent company. Under Armour committed to releasing the Curry 13 as the final collaborative shoe model in February 2026, along with additional colorways and apparel through October 2026. Curry retained full ownership of Curry Brand, including its “Splash” logo and all trademarks.

The split allowed Under Armour to refocus on its core business while giving Curry the freedom to pursue independent growth after a successful 12- to 13-year partnership.

How Curry Tested Li-Ning Products Before Signing

Before committing to the partnership, Stephen Curry took a hands-on approach by testing Li-Ning products throughout the 2025-2026 NBA season. He wore shoes associated with current and former Li-Ning athletes, including teammate Jimmy Butler and longtime friend Dwyane Wade. This real-world evaluation allowed him to experience the brand’s performance firsthand.

In his announcement, Curry praised Li-Ning for its quality, comfort, innovation, and athlete-first philosophy. These attributes played a major role in his decision.

Li-Ning was founded in 1990 by former Olympic gymnast Li Ning, who remains actively involved as an athlete-founder. The company has grown into one of Asia’s leading sportswear brands, with particular strength in basketball and badminton. It has previously partnered with several NBA players, including Butler and Wade, but the collaboration with Curry Brand marks its most significant push into the U.S. market to date.

The partnership goes well beyond a traditional endorsement. It centers on co-creation of products and a shared mission to inspire the next generation of athletes worldwide. Curry specifically highlighted his alignment with Li Ning’s background, noting in the announcement video: “An athlete founder who’s built one of the world’s most premium sportswear brands over the last 35 years.”

The Announcement Included a Video and an Open Letter

Stephen Curry unveiled the partnership through a polished 60-second video posted on his Instagram account last night (June 1). The video features Curry’s personal narration, highlights from his playing career, sleek product imagery of upcoming Li-Ning collaborations, and ends with the Curry Brand and Li-Ning logos displayed side by side, symbolizing the new alliance.

Complementing the video was an open letter titled “The Future of Curry Brand,” which Curry released simultaneously across his social channels. In the letter, he wrote: “This is bigger than a shoe deal. Bigger than a signature series. This is the partnership of a lifetime.” He detailed his sneaker free-agency process, shared insights from personally testing Li-Ning products, and praised the brand’s performance, comfort, and innovation.

Curry emphasized that “the future of Curry Brand is with Li-Ning,” underscoring his desire to build a platform focused on sustained growth, creative control, and meaningful community impact. He expressed excitement about inspiring young athletes around the world through sports.

Li-Ning and Curry Brand also released coordinated promotional reels that reinforced the partnership’s core message: “Change the game for good.” Together, the video, open letter, and supporting content created a comprehensive and emotionally resonant announcement.

Fans Believe Nike and Adidas Should Worry Now That Curry Has a New Deal

The announcement sparked immediate and lively discussion across X (formerly Twitter), with thousands of reactions pouring in within hours of Curry’s Instagram post. Many users celebrated the move as a smart business decision that extends Curry’s influence far beyond the court.

Fans praised his vision and long-term thinking. One user wrote, “Curry is thinking beyond basketball. This is how you build an empire.” Others highlighted the product quality, with comments like “Li-Ning makes great products. This is a win for both sides.” Several noted the deal’s scale, with one posting, “That’s more than most NBA contracts — Curry is setting the standard for athlete-owned brands.”

Not all reactions were purely positive. Some expressed skepticism about cultural fit and market acceptance in the U.S., asking questions such as “Li-Ning is huge in China. Will Americans buy it?” Others wondered about the shift after more than a decade with Under Armour, while a few saw broader industry implications: “Nike and Adidas should be worried. This is a major shift.”

Overall, the conversation reflected excitement about Curry Brand’s independence and global potential, mixed with curiosity about how the partnership will perform in the competitive U.S. market. The buzz underscored Curry’s ability to generate conversation well after the initial announcement.

Li-Ning Gains a Major US Foothold Through Curry

Li-Ning has built successful partnerships with NBA players in the past, most notably with Dwyane Wade and Jimmy Butler. The Wade line, in particular, performed strongly in China. However, the company has struggled to gain significant traction in the competitive United States market.

The partnership with Curry Brand changes that trajectory. It provides Li-Ning with a direct and powerful entry point into the U.S. consumer base, backed by one of the world’s most recognizable and marketable athletes. Curry’s influence extends well beyond basketball, giving the brand credibility across lifestyle and golf categories. The agreement also includes plans for dedicated Curry Brand stores in the United States — a notable milestone for Li-Ning.

Founded by former Olympic gymnast Li Ning, the company has grown into one of China’s premier sportswear brands over the past 35 years. This collaboration aligns closely with Li Ning’s long-term vision for global expansion. It also positions Li-Ning as a legitimate competitor to Nike and Adidas in the basketball footwear and apparel space.

While exact financial terms remain undisclosed, most reports estimate the 10-year deal to be valued in the range of $1 billion, with earnings tied to performance, revenue sharing, and brand growth milestones.

What the Deal Means for Curry Brand’s Future

With this partnership, Curry Brand transitions into a fully independent entity, backed by Li-Ning as its primary manufacturing and retail collaborator. The agreement expands the brand’s scope across basketball footwear and apparel, athleisure and lifestyle clothing, and a dedicated golf line. It also empowers Curry Brand to sign other male and female athletes, allowing it to grow beyond a single-athlete platform.

Plans call for the opening of Curry Brand stores in both the United States and China, leveraging Li-Ning’s established infrastructure, global supply chain, and innovation capabilities. At the same time, Curry maintains full creative control and ownership, ensuring the brand stays true to its founding mission of community impact and youth sports development.

Curry’s long partnership with Under Armour concluded with the release of the Curry 13 shoe. Moving forward, all new products will be developed and produced under the Li-Ning partnership, with the first collaborative releases expected in 2027.

This deal cements Stephen Curry’s position as one of the few NBA players to own and steer an independent brand at this scale. It represents a notable evolution in athlete-brand relationships — one that prioritizes ownership, long-term vision, and global ambition while positioning Curry Brand for sustained success in the years ahead.

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